WGU D098 Study Guide Quizzes Latest 2026 With
Answers
Shifting Consumer Roles
marketers no longer talk at consumers, but talk with them and learn their behaviors
-consumers have become the central focus for marketers
The marketing concept
A philosophy underlying all that marketers do, requires that marketers seek to satisfy customer
wants and needs.
Value Era
a time when companies emphasize creating value for customers.
remarketing
Targeting advertisements to consumers who previously visited a website when they engage with
other online sites or locations.
Search Engine Marketing (SEM)
Internet-based marketing associated with the researching, submitting, and positioning of a
website within search engines to achieve maximum visibility.
-marketing efforts using pay-per-click advertising (PPC, the paid ad/ sponsors at the top of a
search engine page) and/ or SEO
SEO
,Process of increasing the quality and quantity of website traffic by increasing the visibility of a
website or web page to users of a web search engine.
Newsgroups
online messaging system for users to post messages
App-Completion Rate
# of ppl who start filling out an application compared to those who submitted the application
Social-share rate
A social media engagement measurement of the number of people who shared a post compared
to those who viewed the post.
Cause-related marketing
Marketing activities that have the dual purpose of increasing profitability and improving society.
Integrated Marketing Campaigns (IMC)
Immersive and targeted communication with customers to help move them through the various
stages of the buying process
exchange relationships
expectation that benefits are fairly given in return or repayment for comparable benefits
Delivering
providing valuable offerings to customers in a way that optimizes value
Communicaitng
,describing valuable offerings and learning from customers
Personal Value Equation
value = benefits received - [price + hassle]
The four Ps (product, price, place, and promotion) were developed in the 1950s to describe
the marketing process. Marketers no longer prefer to use the four Ps to describe the
marketing process.
Why are the four Ps seen as outdated by some people in the marketing profession?
-They fail to describe what marketers actually do.
-The four Ps are nouns, and they do not actually describe what people do. The four Ps have been
replaced by action verbs that describe what marketers do.
Why did marketers begin to use pull, more than push, advertising after the rise of the
internet and mobile technology?
marketers had more access to direct communication with customers
Inbound marketing examples
pull marketing
-two-way communication
-often produced when an audience subscribes to marketing opportunities
-Active communication
Key benefits digital marketing brings to marketing campaign
, - marketers can identify which channels are most productive
-marketers can use various ways of engaging multiple platforms
-companies can create consistent messaging across many platforms
Purpose of KPIs
to indicate whether certain business objectives are being met
Benefit of user-generated content (UGC) for marketers
helps to receive real-time feedback and information from consumers
ex: taking a pic in new clothes bought from a website and post it online
A company uses a campaign with a consistent message that uses different, targeted
communication routes.
Which term best describes the marketing approach that the company is using?
omnichannel
malware
Software designed to disrupt or damage a computer system
How has digital marketing changed consumers' ideas about themselves?
Consumers have stronger associations with niche communities than in the past.
When Oliver clicks on the image in the social media sponsored post, what benefit of digital
marketing does this represent?
Answers
Shifting Consumer Roles
marketers no longer talk at consumers, but talk with them and learn their behaviors
-consumers have become the central focus for marketers
The marketing concept
A philosophy underlying all that marketers do, requires that marketers seek to satisfy customer
wants and needs.
Value Era
a time when companies emphasize creating value for customers.
remarketing
Targeting advertisements to consumers who previously visited a website when they engage with
other online sites or locations.
Search Engine Marketing (SEM)
Internet-based marketing associated with the researching, submitting, and positioning of a
website within search engines to achieve maximum visibility.
-marketing efforts using pay-per-click advertising (PPC, the paid ad/ sponsors at the top of a
search engine page) and/ or SEO
SEO
,Process of increasing the quality and quantity of website traffic by increasing the visibility of a
website or web page to users of a web search engine.
Newsgroups
online messaging system for users to post messages
App-Completion Rate
# of ppl who start filling out an application compared to those who submitted the application
Social-share rate
A social media engagement measurement of the number of people who shared a post compared
to those who viewed the post.
Cause-related marketing
Marketing activities that have the dual purpose of increasing profitability and improving society.
Integrated Marketing Campaigns (IMC)
Immersive and targeted communication with customers to help move them through the various
stages of the buying process
exchange relationships
expectation that benefits are fairly given in return or repayment for comparable benefits
Delivering
providing valuable offerings to customers in a way that optimizes value
Communicaitng
,describing valuable offerings and learning from customers
Personal Value Equation
value = benefits received - [price + hassle]
The four Ps (product, price, place, and promotion) were developed in the 1950s to describe
the marketing process. Marketers no longer prefer to use the four Ps to describe the
marketing process.
Why are the four Ps seen as outdated by some people in the marketing profession?
-They fail to describe what marketers actually do.
-The four Ps are nouns, and they do not actually describe what people do. The four Ps have been
replaced by action verbs that describe what marketers do.
Why did marketers begin to use pull, more than push, advertising after the rise of the
internet and mobile technology?
marketers had more access to direct communication with customers
Inbound marketing examples
pull marketing
-two-way communication
-often produced when an audience subscribes to marketing opportunities
-Active communication
Key benefits digital marketing brings to marketing campaign
, - marketers can identify which channels are most productive
-marketers can use various ways of engaging multiple platforms
-companies can create consistent messaging across many platforms
Purpose of KPIs
to indicate whether certain business objectives are being met
Benefit of user-generated content (UGC) for marketers
helps to receive real-time feedback and information from consumers
ex: taking a pic in new clothes bought from a website and post it online
A company uses a campaign with a consistent message that uses different, targeted
communication routes.
Which term best describes the marketing approach that the company is using?
omnichannel
malware
Software designed to disrupt or damage a computer system
How has digital marketing changed consumers' ideas about themselves?
Consumers have stronger associations with niche communities than in the past.
When Oliver clicks on the image in the social media sponsored post, what benefit of digital
marketing does this represent?
